Last November Apple debuted a commercial for its new MacBook Pro. Created by Los Angeles-based ad agency, Media Labs, the commercial celebrates great inventions and discoveries that transformed the life of mankind. To the galloping pace of Rossini’s “William Tell Overture,” a path of illuminated light bulbs successively explode to mark civilization-advancing bright ideas over the millennia, from the discovery of fire and invention of the wheel to the steam engine, flying machine, eyeglasses, the zipper, paper clip, space rocket, robots, microscope, and toilet paper. The important contribution that each new invention made to civilization is indisputable. Certainly, Apple’s introduction of the Macintosh personal computer in 1984 was transformative too. Not sure that the MacBook Pro’s new Touch Bar falls into that category, or is deserving of being compared to the discovery of fire. The commercial is great, but implied analogy probably should be saved for Apple’s next big breakthrough.
We don’t know what the actual programming is like on the French premium cable channel Canal+ (meaning “channel plus more”) but if the entertainment value and production quality are half as good as its advertising, then sign us up. Made by French advertising agency BETC, the Canal+ commercials are engaging and fun. They are crafted like a feature film, no scrimping on budget here. The spots are cleverly conceived 60-second comedy sketches == worth searching on YouTube for other Canal+ commercials.
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It’s not just Americans who are aghast at this year’s bizarre Presidential election. In Copenhagen, this bus broadside, paid for by Socialistisk Folkeparti (SF), urged the roughly 8,700 American citizens living in Denmark to make sure they vote. Created by Uncle Grey agency in Copenhagen, the bus ad took a neutral public service stance with its “Americans Abroad Vote” message, but slyly slipped in its partisan preference by turning the back wheels into crazy Trump eyes.
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Royal Philips, an advanced technology healthcare company, displayed its softer side in this 30-second spot just released in Australia. Created by Ogilvy & Mather London, the commercial was inspired by a real-life window cleaner who dressed up in a super hero costume and rappelled down a hospital facade to surprise and delight young patients in the children’s ward. In a twist on that story, the Philips video humanizes Spiderman by catching him when he is not fighting grime and showing that his life has the same hassles as the rest of us. The underlying message for Philips is that its focus isn’t simply on providing cutting-edge medical devices; they look at healthcare more holistically, recognizing the healing power of joy and laughter. The tagline for the ad says: “At Philips we see life differently. There’s always a way to make life better.”
More Th>n, a UK-based company that insures cars, homes and pets, commissioned British artist and inventor Dominic Wilcox to create the world’s first interactive art exhibition for dogs. In addition to paintings and drawings created in a dog’s color spectrum, primarily yellow, blue, and gray, the show features the “Cruising Canines” exhibit, giving visiting dogs an interactive open window car experience; “Dinnertime Dreams,” an oversized 10-foot dog bowl filled with hundreds of “food-colored” balls, and “Watery Wonder,” an arrangement of dancing water jets that jump from one dog bowl to the next.
The exhibition was created as part of the #PlayMore campaign to encourage dog owners to give their pets more quality attention. More Th>n invited owners to take the #PlayMore Pledge to spend 15 minutes more time daily playing with their pet, and promised to donate £1 to the RSPCA if they do. That’s more th>n any other insurer has offered.
Trust Cargo is a Latin American freight forwarder that specializes in delivering live cargo such as fresh fish to the world’s top restaurants. In print ads, created by TBWA/Buenos Aires in Argentina and illustrated by Cristian Turdero, Trust Cargo humorously stressed that its freight deliveries could be relied on even in regions of the world that are in political turmoil.
Considering GOP Presidential candidate Donald Trump’s “promise” to build a 1,000 mile border wall between the U.S. and Mexico, the ad took Trump’s words literally and re-drew a map of the Americas with a Trump Channel separating the Southern United States from Mexico.
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The National Park Service turns 100 years old on August 25, 2016, and it is marking the milestone with an ad campaign aimed at raising awareness of just how diverse and magnificent America’s national parks are. More than forests, waterfalls and geysers, the National Park system actually encompasses 411 sites, including national monuments and designated historic landmarks such as the infamous federal prison on Alcatraz island in San Francisco, the Statue of Liberty in New York, the Iolani Palace in Hawaii, the World War II Japanese American concentration camp in Manzanar, California, and the gold mining town of Cripple Creek, Colorado. No matter where you live in the U.S., there is a National Park site nearby.
Israeli ad agency BBR Saatchi & Saatchi in Tel Aviv took the claim “great taste” literally in demonstrating the quality materials that go into the making of the new Ford Kuga. It served Canadian illusionist Eric Leclerc savory hors d’oeuvre bites of the seat, steering wheel, window glass, and engine belt on an elegant silver platter, which Leclerc sampled with euphoric pleasure. The implication is that only the most scrumptious ingredients go into the making of a Ford Kuga. Whether this translates to a superior driving experience or not is debatable, but it got you to watch.
This is terrible news. Dos Equis is sending the “most interesting man in the world” on a one-way trip to Mars. On March 6, 2016, Dos Equis’s Amsterdam-based owner Heineken announced it was retiring the character played by actor Jonathan Goldsmith in favor of someone more appealing to millennials. This is in spite of the fact that Dos Equis beer sales have nearly tripled since the campaign was introduced in 2009. As portrayed by Goldsmith, the Dos Equis man is a blend of Ernest Hemingway, James Bond and Errol Flynn. He is dashing, nonchalantly fearless, at home in any situation and in any part of the world, charismatic, and open to adventures. The Dos Equis man ads, first created by EuroRSCG New York, elevated the lager from a regional brew, mostly known in Texas and California, to one of the world’s best-known brands. And it gave us one of the most memorable taglines: “I don’t always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friend.”
Warning to Dos Equis: The next “most interesting man in the world” better not be some hip hop dude with tattoos up the ying yang, earrings, and ever-present cell phone, or a Justin Bieber type. If he is, some older fans will be throwing beer cans at their TV. Some of us are still thirsty for the current “most interesting man in the world.”
Commercials run on the Super Bowl have become their own cultural phenomenon. Costing about $5 million to air a 30-second spot (or $166,666 per second), the commercials reach an estimated 115 million American viewers, and millions more outside of the U.S. Advertisers throw big budgets and top talent at making these spots. In past years, the entertainment quality has been so high that some viewers only watch the game to see the commercials. After the game, people turn to YouTube to see the commercials they missed. This year, however, many advertisers aimed for a pre-game viral buzz by releasing their commercials in advance on TV, YouTube and online platforms.The commercials kinda dribbled out over the past month. The buzz created by millions of people seeing the ads simultaneously for the first time on the Super Bowl was missing. The Super Bowl ads were no longer an event. Without a doubt, there were some terrific ads on the Super Bowl (like the ones shown here), but the thrill of the shared experience is gone. People aren’t coming into the office the next day and chatting with co-workers about their favorite Super Bowl commercial the way they used to.
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Anyone driving on a dark winter’s night knows that pedestrians and cyclists are difficult to see, especially if they are wearing dark colors. That is why Swedish car maker Volvo has introduced an innovative new safety feature that isn’t part of their vehicles, but is on the cyclists and pedestrians who may cross their path. Developed by creative agency Grey London and Swedish startup Albedo100, LifePaint is a water-based spray-on reflective paint that is invisible in daylight but lights up at night when encountering the glare of automobile headlights. LifePaint can be sprayed on any surface – bikes, helmets, clothes, baby strollers, pet leashes, shoes, wheelchairs, backpacks – without affecting the material or color. Completely transparent by day, it only glows when a headlight shines on it. It wears off in about a week, and washes out completely. To promote its new Volvo cx90, the car maker is giving away free LifePaint samples in bike shops in the UK before rolling the product out to a broader market.
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SKYY, the American-made vodka, is transforming cities across the country into a knitted wonderland by taking everyone’s favorite ugly holiday sweater and wrapping it around everything from city buses in San Francisco, to bus shelters in Boston and downtown Chicago, to art installations in Manhattan’s Union Square and the Meatpacking District. Available for a limited time during the holiday season, SKYY’s iconic cobalt blue bottles are actually wrapped in blue and white Fair Isle knit sweaters. “Ugly sweaters have become a big pop culture trend, with people theming entire parties around them, and vodka is the number one spirit consumed during the holidays. It was a natural fit to combine the two, ” explains Umberto Luchini, Vice President of Marketing at Campari America.
— SKYY Vodka (@SKYYVodka) November 14, 2015
This is a promotion for a fitness exercise app called 7 Daily Moves by Singapore-based physical trainer Sonam Mehra, founder of Small Spoon Pte. Ltd. Mehra worked closely with tech partner Prakas Donga from India and motion graphic designer Martin Kundby Nielsen from ccccccc in Denmark to demonstrate 48 basic exercise moves in a single GIF. The tiny animated figures are charming to view, and a great condensed version of all the workout moves you need to do to stay fit.
Designers are always in search of ways to convey a message visually without the need for lengthy explanatory text. That’s the charm of this Greenpeace advertising released to coincide with the United Nations Climate Change Conference in Paris last week. Created by London-based Stine Hole Mankovsky, the video and print ads communicate through a shorthand of visual metaphors that are widely understood by the public. Iconic Russian nesting “dolls” tie the story to Russia; stylized icy blue peaks suggest Arctic glaciers, and the decreasing size of the dolls serve as a metaphor for the ever- shrinking habitat of polar bears, which are fast vanishing in numbers. The only text is “Save the Russian Arctic. Greenpeace.” That says it all. Today the gravest threat to polar bears and the Arctic is the unmitigated release of greenhouse gases, which are warming the planet and causing the climate to change.
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Sainsbury’s, the UK’s largest supermarket chain, has made a holiday TV commercial starring Mog the accident-prone cat, the beloved character in a series of popular children’s books by author Judith Kerr. Although categorized as advertisement, the 3 1/2 minute “Mog’s Christmas Calamity,” is a charming storybook tale narrated by acclaimed actress Emma Thompson in a voice akin to her role in “Nanny McPhee.”
Sainsbury’s ad agency Abbott Mead Vickers BBDO persuaded the 92-year-old Judith Kerr to write and illustrate a new Mog story for the Christmas campaign, despite having “killed off” Mog of old age in her 2002 book, “Goodbye, Mog.” Published in partnership with HarperCollins, the “Mog’s Christmas Calamity” book is being offered for purchase by Sainsbury’s with all proceeds going to Save the Children, a nonprofit dedicated to improving children’s literacy in the UK. Only on the market for a few days, the book has already sold in the thousands.
The Christmas advertisement program itself also has been a huge success with adults who fondly recall reading Mog books when they were young. The Sainsbury’s Mog ad campaign was written by AMV BBDO’s Alex Grieve, art directed by Adrian Rossi, and directed by James Rouse through Outsider.
This is a clever low-tech, low-cost way to simulate motion in print advertising. No need for fancy augmented reality or QR triggers; the woman in the photograph starts her workout routine when the reader opens the magazine spread. The Adidas Forever Sport campaign, named “Designed to Move,” was created by Tequila/TBWA/Hong Kong for the Chinese market.
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